Leather coating flaking

I used leatherique leather cleaner on my seats and afterwards I noticed that it looks like there is something flaking off of them. Anyone else experience this? Is there a fix other than taking it to a leather shop to have it stripped and refinished?

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First one on these seats. After watching some videos, I reapplied to the areas that still look shiny. It may (hopefully) just be dirt.

 

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It seems like whatever it was, most of it came off with a second application and some elbow grease. The seats are way softer and more supple now after application of leatherique. Thanks to everyone that helped!

 

Sure thing. There is still some on the rear of the side bolster (if that makes sense) but I was able to get the rest off and what is left is much less noticeable. I will probably hit it one more time to finish it off.

Here is after one application where it was very noticeable.
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Here is after application 2 and a little more elbow grease.
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